MARKETING

Marketing



Clarion Hotel

Introduction

The paper aims to focus on one strategic marketing problem faced by Clarion Hotel. The main issue that Clarion hotel was facing was through its sales program. As Clarion hotel is one of the brands of Choice Hotels Ltd, therefore the competition is very high. To make its name exclusive in the market and recognized, Clarion hotels needed to work on its sales program and marketing strategy. The strategy comprises of actions which involve increasing awareness and communication about the company and its products. Clarion hotel needs to create a demand in the global market before entering its products over there. This would help potential customers have an orientation with the company y and know about its products (Ajzen, 1991, pp. 179-211). The potential customers can become the company's existing customers at the future time. Increased awareness and travel result in a better understanding of foreign opportunities. A better understanding of opportunities leads to increases in international trade and investment, and the number of businesses operating across national borders.

Industry review

UK comprises about 13.6% of Europe's hotel industries. In the UK hotels and motels industry, the presence of strong international players boosts the rivalry level; however, unlike its counterparts globally, the UK industry was not affected by a decline recently and so may emerge from the recession period stronger. However the degree of rivalry remains high as players attempt to adapt to new, volatile market conditions.

The hotels and motels industry's performance has been negatively affected by the recent global economic downturn and now, more than ever, most hoteliers are searching for demand generators and are relying on direct sales to boost revenues and beat competition. Within the hotels and motels industry, where switching costs are rather negligible and competing on price alone is no longer a key to success, brand recognition and innovation helps to attract first-time customers and also repeat business (Allen, 2004, pp. 13-15). Suppliers include providers of various goods and services, as well as a qualified workforce. Due to a high reliance on sophisticated technology and systems and the growing importance of mobile communication channels, some suppliers may exert strong supplier power.

Globalization is an important key driver within the industry, with emerging and developing industries offering significant opportunities; however, it also involves employing various business strategies and extra costs. Some of these emerging industries, such as Tunisia and Egypt, which had previously provided strong areas for growth, have been hit by political disturbances (Allenby, 2000, pp. 185-204). These events may have upset consumer confidence. How quickly these industries recover remains to be seen, but the currently volatile nature of the tourism industry as a whole, will directly affect the hotel and motels industry until confidence in the global economy is restored.

Macro environment impact statement

The macro environment impact on the Clarion hotel is positive. The performance of Clarion hotels of coping up with the macro environmental forces is showing growth in the performance of the Clarion hotel. Recently, since past two years the economy has become more ...